‘Share a Smile’ campaign launched in light of national rut.
As the UK hits January Blues, new data reveals that nearly 80% of people living in Kent describe themselves as ‘happy’, with 7 in 10 smiling or laughing every day.
The findings from a snap poll conducted this month by leading UK adventure park brand Hangloose Adventure on 400 UK adults shows that the county is bucking the national mood.
Nationally, the research points to a slump, with less than 4 in 10 Brits (39%) describing themselves as happy and over a quarter (27%) feeling either sad or angry. More than one in five occasionally or rarely smile, with cost-of-living pressures, work stress and financial worries weighing heavily on how people feel day-to-day.
Kent respondents on the other hand report a more positive outlook. When asked what contributes most to their happiness, 3 in 10 (29%) of those living in the county point to improvements in their health and wellbeing, while a third (33%) say a happy marriage or relationship is their biggest source of joy.
Social bonds continue to play an important role in the results with a quarter (25%) saying close friendships help lift their mood, while 19% say having a more active social life keeps them feeling positive – underlining the importance of shared experiences in everyday wellbeing.
Wider national data available through YouGov’s Britain’s Mood Tracker shows no sustained improvement in how Britons say they have felt over the past 18 months, making Kent’s more upbeat responses a notable contrast during a challenging period.
David Bellamy, author and ex-founder of the Happiness Lab commented on Hangloose Adventure’s findings: “In many respects, it’s a little surprising that the data isn’t worse. Once you look beyond the temporal aspect that this is a January survey, what we’re looking at is a perfect storm for most people – the world both locally and globally feels a little less certain than it has in prior years. Most of us feel that through constant news about geopolitical movement and economic woes, but more locally, this generation will be feeling less confident about their own futures – life and work is much more changeable and less predictable than it was 20 years ago. All of this is amplified when we feel we can’t do anything about it.
“As the Kent findings show, the counterpoint is community and relationships – humans coregulate, and being part of a tribe is crucial to our ability to cope with challenging situations and conditions. Almost all longitudinal studies of happiness and wellbeing put the quality of our relationships as the biggest determinant of our overall happiness.”
Aiming to counter the wider dip in the national mood, Hangloose Adventure, which has sites at the Bluewater Shopping Centre in Kent as well as the Eden Project in Cornwall, has launched its ‘Share a Smile’ campaign.
Focused on shared experiences and connection, the initiative encourages people to step away from everyday pressures and try something new together – reflecting what many Kent residents say matters most when it comes to their happiness, while pushing to raise the nation’s mood as a whole.
As part of the campaign, the adventure park is tracking smiles through a live on-site “smile counter”, as well as encouraging visitors to nominate someone who makes them smile to take on a challenge together. They have also created a campaign video showcasing all of the smiles received on site, with many expressing fear, turned into utter joy.
Brian Phelps, Managing Director of Hangloose Adventure, says: “Everyday we see a mixture of emotions coming through our parks, as well as a huge amount of excited faces, some arrive looking stressed, tired or nervous – and may not expect their mood to change.
“Our Share a Smile campaign is all about building social connections and encouraging people to try something new because doing something different, especially with someone else, really can change how you feel. We see people go from anxious to laughing, proud of themselves and buzzing afterwards (the images speak for themselves!) – and those moments and happy memories matter, especially now.”
Ellie Callanan, 43, from Kent (pictured above), took to outdoor swimming to improve her mental health and happiness: “Trying something new has had a really positive impact on how I feel. One of the biggest things outdoor swimming has done for me is help me realise that I’m capable of doing something I wasn’t sure I could do. At first it felt daunting, but pushing myself made me feel proud and more confident and sharing that experience with other people, including my parents, has made it even more rewarding.
“My mental health has really improved since doing outdoor activities. When I can’t do them for a few weeks, I notice how much more stressed I feel, but as soon as I’m back, it feels like I can breathe again. Being out in nature plays a huge part in that – hearing nature and having that space away from everyday pressures is so important for my wellbeing.”
Hangloose operates adventure experiences at both Bluewater in Kent, home to England’s longest zipwire, and the Eden Project in Cornwall. Their adventure activities offer people the chance to reconnect, try something new, and enjoy shared moments away from everyday routine.
From 24 to 31 January, Hangloose Adventure is running their biggest offer yet with a 40% off deal across both locations. The promotion is designed to encourage people to celebrate the end of January, widely regarded as the longest month of the year, with a certified smile, while getting their February half-term adventures pencilled in.
The offer applies to all attraction bookings, including vouchers.
